The traditional marketing analytics buckets
Marketing campaigns have always entailed the formulation of a message , its incorporation into a piece of content , and its distribution to an audience via a channel .
When marketers brainstorm campaigns , they typically ask these questions , in this order :
1 . Who is our target audience and what are our goals ? 2 . What is the best message for that audience ?
3 . In light of our goals , which strategies within the Promotion Mix — advertising , direct marketing , sales promotion , direct selling , and publicity — should we use to communicate that message ?
4 . What are the best online and / or offline channels for that strategy to reach that audience ?
5 . What marketing collateral and creatives should we create and transmit based on the answers to the prior four questions ?
6 . How can we measure the results based on which metrics are relevant to each strategy within the Promotion Mix that we will use ?
Here ’ s a publicity example . Say that someone uses various tactics to get a New Delhi Times reporter to write about his company . The resulting article will appear in print , on the website . The article will be spread on social media and shared in online forums and news aggregators . And so on . This is why there is actually no such thing as “ digital PR .” It ’ s just “ PR .” Regardless of the channels on which the story will appear , the finest publicity methods to gain attention never change .